VIM & VIGR, an innovative line of fashionable compression socks, tasked Olive with the launch of their first product line with a goal to aggressively introduce the brand and elevate it alongside household names. Our challenge involved introducing fashion into the world of compression socks and educating consumers about the benefits of wearing them. We chose a multi-pronged approach of leveraging our top-tier media relationships to secure media coverage and executing a comprehensive social media strategy. Because lead-time in media relations is important, Olive began working with VIM & VIGR in June 2013 for a September launch.
We launched our efforts in July with a New York media tour to introduce the products to top-tier media before the public product pre-launch. We targeted consumer media including women’s interest, travel, health, beauty, business, and fashion outlets. Post trip to New York, we dropped into a consistent pitching schedule, including pro-active outreach with creative story topics and editorial calendar pitching. We established social media platforms and a website blog, utilizing social media advertising on a shoestring budget, content management, product giveaways, promotions and targeted posts.
We held in-person deskside meetings with premium media, including Family Circle, Good Housekeeping, Real Simple, VOGUE, Marie Claire, InStyle, Elle, Woman’s Day, Health, All You, and First for Women. To date, we have secured general consumer coverage in The New York Times, Redbook, Woman’s World, Triathlete, Muscle & Fitness Hers, Backpacker, Chicago Tribune, SELF.com, The Los Angeles Times, Babble.com, PopSugar.com, Yahoo.com, “The Doctors,” The Washington Post, Women’s Running, AmericanExpress.com, Inc.com, Conde Nast Traveler, Pregnancy & Newborn, New You.com, among others.
“From a business standpoint, my company has doubled and more than doubled in terms of revenue. I really don’t think it could have doubled without Olive PR. They are indispensable part of my business.” – Michelle Huie, Founder of VIM & VIGR.
On social media, we successfully grew an organic audience on social media with over 1,000 Facebook fans in the first seven months and built a loyal following through social media interaction and creative posts. Currently, there are over 12,500 fans on Facebook, over 1,700 followers on Instagram, and over 650 followers on Twitter.